COMMUNITY-CENTRIC EVENT PRODUCTION
SIX4 Creative was retained by Chicago’s First Lady Cruises (CFLC) to develop in-person programming, spread awareness to increase sales, and produce thoughtful events to activate new audiences and attract media interest.
OVERVIEW
CHICAGO’S FIRST LADY CRUISES
Explore Chicago’s iconic architecture aboard TripAdvisor’s #1 rated boat tour of the city. Chicago's First Lady Cruises (CFLC) offers Chicago's finest fleet of cruising vessels, accommodating groups ranging from 2 to 250. The only Chicago River cruise partnered with the Chicago Architecture Center (CAC), CFLC offers visitors the city’s most engaging architectural tour experience. Highly trained and enthusiastic volunteer CAC docents (guides) provide visitors with a compelling and detailed narrative of Chicago's numerous architectural styles, and the stories of the legendary figures who designed and built our city.
THE NEED
ACTIVATE NEW AUDIENCES AND ATTRACT MEDIA INTEREST
Chicago’s First Lady Cruises (CFLC) had a pressing need to develop in-person programming to engage with new audience groups and drive sales. The new events must activate the communities CFLC engage with and ideally become sustainable new programming that continues to garner more interest for the CFLC brand.
In addition to developing new programming, CFLC also needed a robust public relations strategy that goes hand-in-hand with upcoming events to drive media and social media attention.
THE PROCESS
Community-centric approach.
It was important to CFLC and SIX4 Creative that the proposed events would support Chicago businesses and local charities, and celebrate the city’s diverse LGBTQIA+ community.
To that end, we produced two standalone events: first partnering with Alderman Tom Tunney and Center on Halsted to host a flag-raising reception + river cruise to welcome Pride Month – followed by a partnership with The SoFo Tap to produce "Art On The Water" benefitting Friends of Audubon.
Our team was on-site during all CFLC events to capture original photography and video, while coordinating sponsor drop-offs, handling guest experience, and guiding timing for hosts, instructors, and/or attendees.
Programming for the proper audience.
To inspire weekend attendance, SIX4 Creative also developed, booked, and produced “Sunrise Stretch,” which featured a 45-minute morning yoga cruise led by Core Power Yoga certified instructors. The cruise was followed by complimentary cold-pressed juices from Left Coast, Munchy Bar granola bars, and water from hellowater.
To amplify our local engagement, we partnered with Chicago-based Left Coast, Munchy Bar, and hellowater for “Sunrise Stretch.” We also received additional support and participation from local partners, including Wood Chicago, Festive Frog, Entertaining Company, and Paris312.
To maximize the return on these events, we created product photography to support our media outreach, developed a multi-platform social media marketing strategy and public relations strategy, and ensured the words about these themed CFLC events reached its target audience. We also tailored our PR strategy to each event, reaching out to the most suitable media outlets and influencer collaborators to ensure maximum interest and exposure.
THE SUCCESS
A Cruise for the Queer Community
Both “Art On The Water" and the flag-raising reception were well attended – not only by supporters of our local partners, but also prominent leaders in the city’s LGBTQIA+ space, and first time visitors to Chicago’s First Lady Cruises.
For the "Art On The Water" benefit cruise, The SoFo Tap featured a gallery of local artists from their "Featured Artist Program", which showcases the exhibitions of queer Chicago artists for two month residencies at the Andersonville bar. The event was hosted by local Chicago drag artist, Sofanda Booze, DJ’ed by drag artist Lucy Stoole, and attended by over 60 guests. As a result, each of the four artists made a sale, totaling just over $1000 raised for Friends of Audubon.
A Sustainable New Core Program
Due to the success of our first “Sunrise Stretch” yoga cruise, we extended the event into a series – adding five additional weekends that evolved into an annual event beginning early spring through the end of summer. This program continued each season, adding additional revenue, media coverage and brand awareness each year.
THE SUCCESS
Media Attention + Target Audience Capture
Due to the success of our first “Sunrise Stretch” yoga cruise, we extended the event into a series – adding five additional weekends that evolved into an annual event beginning early spring through the end of summer. This program continued each season, adding additional revenue, media coverage and brand awareness each year.
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Summer Flow: 11 Outdoor Yoga Classes in Chicago
Redeye Chicago
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Chicago's First Lady Cruises Pride Reception
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Sunrise Stretch Yoga Cruise Series
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11 outdoor yoga classes in Chicago
